The evolution of consumer behavior is creating opportunities for companies that know how to adapt. The recent Euromonitor International report, ‘Global Consumer Trends 2025,’ highlights some of the key changes in purchasing habits, including a greater focus on sustainability, well-being, and digital strategies.
According to the study, 72% of consumers were concerned about the rising cost of essential items in 2024, while only 18% reported frequent impulse purchases. This reality demonstrates a shift toward more conscious and planned consumption, aligned with financial needs and the pursuit of value.
Andrea Eboli, business strategist with over 25 years of experience, founder and CEO of a corporate solutions workshop EDR, explains how this change is impacting brands. ‘The modern consumer is increasingly attentive to cost-benefit relationships, demanding solutions that truly meet their needs. This movement is forcing companies to rethink everything from products to how they communicate,’ she explains.
Well-being as a priority
One of the key trends identified is the growing interest in health and longevity-related products and services. By 2025, global sales of vitamins and supplements are expected to reach $139.9 billion. This reflects consumers’ desire for preventive solutions that promote a healthier life.
Andrea Eboli emphasizes that this focus on well-being goes beyond physical health. ‘People are seeking overall balance, which includes mental health, productivity, and even greater connection with the community. Brands that can deliver value in these areas will have a significant advantage,’ she analyzes.
Companies can meet this demand through functional products and specialized services, such as wellness apps that monitor daily habits. Additionally, consumers also expect transparency regarding product effectiveness, requiring scientific evidence.
Sustainable consumption gains momentum
Sustainability also remains a priority. In 2024, 5 million online products included sustainability labels, highlighting the importance of eco-friendly solutions for consumers. However, financial accessibility remains a challenge.
Andrea points out that this is a critical issue for many companies. ‘Offering sustainable products without significantly increasing costs is one of today’s biggest challenges. It’s essential to show that sustainability can be accessible to everyone without compromising quality or price,’ she states.
To overcome this obstacle, brands can invest in innovative solutions that combine sustainability with other advantages, such as durability or enhanced functionality. Multifunctional products that merge ecological value with direct consumer benefits are clear examples of this trend.
The digital revolution and AI
Digitalization is also transforming the market. In 2024, over 23,000 new brands were launched online across 54 consumer goods categories. Additionally, 42% of consumers made purchases via livestreaming, motivated by the ease of understanding the products presented.
Artificial intelligence has also become a valuable resource. According to Euromonitor, 65% of professionals plan to invest in generative AI over the next five years. It’s no exaggeration to say that the ability to offer personalized recommendations is revolutionizing the shopping experience.
Andrea highlights the importance of AI in this context. ‘Personalization is an irreversible trend. With artificial intelligence, brands can deliver tailored solutions for different consumer profiles, improving both experience and loyalty,’ she concludes.
The Euromonitor report shows that understanding and meeting consumer expectations will be crucial for business success in the coming years. Brands that invest in well-being, sustainability, and technology will be better positioned to capture these opportunities. ‘The future of consumption is guided by conscious choices and the pursuit of real value. Adapting to this is essential to survive and grow,’ Andrea concludes.
